Should you talk to the press?

Dear Clint,

I’m observing a growing trend in which companies are bypassing corporate media organizations entirely when launching a new product, announcing a fundraising event, or generally wanting to get the word out to the public.

Why do you think this is happening?

Sincerely,
Olivia

Dear Olivia,

Every company and leader needs to be able to connect with the public directly, without depending on traditional media. This isn't a judgment on the ethical or moral standards of corporate news organizations (which should be apparent by now), but it's essential for staying competitive and establishing a sustainable community and communication channels you can control.

Traditional media will tell you they’re undergoing significant changes due to technological advancements, evolving audience expectations, and the increasing decentralization of content creation and distribution. There’s a lot of truth to that. However, a big part of the industry's decline can be traced back to its stubborn refusal to adapt, take responsibility, or even acknowledge the trust it has lost.

The simple reality of how we consume information has led to a decline in journalistic standards, especially in fields like business and technology reporting. Complex issues are often oversimplified or misrepresented to fit a narrative that attracts more readers.

There are real and undeniable advantages to controlling your own narrative.

• It empowers you to create content that reflects your company’s beliefs and expertise, rather than conforming to traditional editorial biases.

• You will foster a stronger connection between your brand and your followers, leading to a more loyal and involved customer base.

• Focusing on user-aligned content and leveraging technological advancements, such as artificial intelligence, creates a more trustworthy, impactful, and sustainable means of communicating your story.

The future of traditional media will depend on how they adapt to decentralized and expert-driven sources of information. In the meantime, we should reconsider their role in society until they move away from sensationalism and towards more responsible, fact-based reporting.

A recent Munk Debate on this topic featured Malcolm Gladwell and Michelle Goldberg against Matt Taibbi and Douglas Murray. It's definitely worth watching.

Yours,
Clint Betts

Email: dearclint@ceo.com
Phone: (385) 217-0670